Advertising Unit 8 th Grade Communications Why

Advertising Unit 8 th Grade Communications

Why Analyze TV Commercials? ü “If students can learn to analyze the commercials the see on TV, they will be better equipped to evaluate the claims that advertisers make; they will be able to look beyond the sell and become less likely victims of deceptions; and they will learn to separate the double-talk from the facts. ”-Don Kaplan, Television and the Classroom

ü The average child sees approximately 20, 000 commercials in one year. ü A 1996 study reported that 57% of viewer think that commercials are as enjoyable as TV shows. ü Advertisers spend over $40 billion a year on TV commercials. ü People are exposed to 1, 5003, 000 advertisements a day!

Largest Prime-time TV Advertisers Categories Spending in Millions. 1. Restaurants and drive-ins 2. Domestic cars 3. Cereals 4. Imported cars 5. Movies 6. Cold/cough remedies 7. Headache remedies 8. Trucks 9. Department Stores 10. Soft Drinks $459. 9 $330. 0 $305. 6 $293. 9 $161. 7 $134. 7 $110. 4 $107. 3 $104. 1 $101. 3

ü Target Audience: A group of people advertisers want to buy their product. ü The members of a target audience often share certain characteristics such as age, gender, ethnicity, values or lifestyle. ü Advertisers use focus-group tests, polls, and other research techniques to gather information about specific groups of consumers and what they want.

ü Youth Spending Statistics ü In 1998, teenagers spend $141 billion! ü Four to twelve-year-old children spend more than $2 billion a year on candy, soft drinks, and snacks. ü An estimated 78 percent of children influence their parents’ buying decisions.

Visual Analysis ü Commercials convey powerful messages through images. Advertisers rely on many visual elements, such as color and lighting, as well as careful editing to give each commercial a unique style and to grab viewers’ attention.

Colors ü Different colors have different associations attached to them. ü Blue is used in many soft drink commercials to make the product appear cool and refreshing. ü Red, which is associated with warmth, is often the dominate color in soup commercials.

Colors Communicate Blue Red Green White Cool, calm, refreshing Warm, exciting Natural, springlike Clean, fresh

Lighting ü Advertisers use lighting to draw viewers’ attention to their products. ü Like color, lighting establishes a mood. ü Think of medication commercials. The person is in the dark at the beginning and then after taking the medicine, he/she appears in a sunny or bright setting.

Framing ü This term refers to the positioning of the product and other objects on the screen. ü Arrangement of objects in a TV commercial convey messages. ü Think of burger ads. The burgers are shown in a close-up to make them seem bigger than they actually are.

Editing ü Every second of a television commercial counts! ü Most commercials are 15 -30 seconds long. ü Every image is selected and arrange to be persuasive! ü Think of the pace of the commercial. If the target audience is teens, a popular technique is to use “music video” style of editing--appears exciting.

Persuasive Techniques ü Celebrity endorsement ü Repetition ü Purr Words--positive ü Emotional appeal ü Humor ü Bandwagon ü Product comparison ü Security ü Slogan

8 Human Desires ü 1. ü 2. ü 3. ü 4. ü 5. ü 6. ü 7. ü 8. Food and drink Comfort Freedom from fear and danger To be superior To Attract the opposite sex Welfare and protection for loved ones Social approval A long life

Effective Persuasive Words Used in Ads According to Yale University and other studies ü Free ü Proven ü You ü Save ü Money ü New ü Easy ü Win üSafe üValue üResults üAnnouncing üHealthy üSale üGuaranteed

Super Bowl Ads! ü Super Bowl 2006 Anheuser Bush purchased 5 minutes of advertising! $2. 5 Million per second! 2. 5 million x 10 ü Every year, Anheuser Bush purchases more ads than anyone else.

Super Bowl Ads ü Optimal Time to air the ad: ü In a 2 minute commercial break, there are 4 30 -second ads. ü These are identified as the A, B, C and D commercials. ü Which of of these advertising times reaches the most people? Which reaches the least?

Optimal Time Continued ü The first ad (A) is always considered the best slot because people stay to watch it more often before they run to the restroom or get a snack. They will stay if the commercial interests them. ü The second best time slot is D, since people rush to get back to the game before it begins. ü Slots B and C are okay, except when the game is a blow out.

Increased Prices of Super Bowl Ads ü Year ü 1967 ü 1977 ü 1987 ü 2005 ü 2006 Audience 22, 290, 000 31, 612, 000 40, 029, 000 86, 000 30 Sec Spot $42, 500 $125, 000 $600, 000 $2. 4 Million $2. 5 Million

Who can purchases Super Bowl Ads? ü You can only buy optimal spots if you have purchased ads for the Super Bowl from the previous year. ü First half is more desirable because is it more dependable. Fourth quarter slots are more risky. You could have a ton of viewers watching if the game is good, or nobody watching if it is a blowout! Anheuser-Bush buys 10 slots each year. Pepsi purchases 4 -6 slots each year.

Slogans ü We’ll leave the light on for you. ü What happens here, stays here. ü See what Brown can do for you. ü Fly the friendly skies ü Baseball, hotdogs, apple pie and? ü Have you driven a ____ lately? ü Like nothing else on earth. ü Oh, what a feeling, ____ ü Zoom, Zoom

Slogans Continued ü The few, the proud, the ______. ü Be all you can be. ü Friends don’t let friends drive drunk. ü When you care enough to send the very best. ü Reach out and touch someone. ü Raising the bar. ü Can you hear me now? ü Do you have the bunny inside? ü Maybe she’s born with it, may it’s ____ ü Just do it.

Slogan Answers ü 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 1. Princess Cruises Coca Cola Frosted Flakes TGI Fridays Exxon 6. Ford KFC 8. Chevrolet Mc. Donald’s Sears Continental Airlines CBS NBC Taco Bell Midas 16. Toyota 17. J. C. Pennys 18. Dairy Queen 19. Amtrack 20. AT&T 21. Pizza Hut 22. 7 -Up 23. Folgers 24. Kodak 25. M&Ms 26. American Express 27. Milk 28. General Food International Coffee 29. Energizer 30. United Airlines

Clio Awards ü Since 1960, the advertising industry has endaged in competition for awards like the Oscar and Emmy competitions. ü Judging is done by a panel of professionals from all over the world. ü Clio is derived from the Greek, Kleo, the muse who was the proclaimer, glorifier and celebrator of history and accomplishment.